|Title||Yahoo! Yap Joint|
|Agency||Pereira & O'Dell|
|Campaign||Yahoo! Tap Joint|
|Date of First Broadcast/Publication|
|Business Sector||Computer Software & Multimedia Productions|
Actor, producer Tom Hanks' futuristic, animated series "Electric City" made its global debut on July 17th, 2012 on Yahoo! Screen. Written by Hanks, the series is set in a city situated in a post-apocalyptic world, with socially conscious themes and topics including energy consumption.
To create buzz for the debut of the web only series, Yahoo! brought in San Francisco ad agency Pereira & O’Dell and Venice-based production company B-Reel to concept and developed the ARG and blog “Tap Joint” (http://www.tapjoint.com).
The website is a first person view of someone in front of a “tap kit”, a similar device to an old Morse code transmitter. Typing certain phrases will yield coded responses or break to a video clip where site visitors learn that the unidentified correspondent on the other end of the telegraph is a member of an underground movement committed to resisting their city’s sentinel, the Allied Municipal Patrol. The resistance is hard at work assembling Wave Units—single-channel, one-way broadcasting devices in time for Illumination Day. On this day, visitors who were able to break the code were given an exclusive preview of the show – link.
"Electric City" is Yahoo's first entry into scripted original programming, and will distribute the show online and through tablet devices with interactivity/social media connections, in several languages, including Spanish and French.
The first ten episodes, which are all 5-7 minutes in length, will premiere on Yahoo! beginning on July 17th and will be fully accessible online, and on mobile devices as well with the remaining episodes being released July 18th and July 19th. The series is a collaboration of Hanks and production partners Playtone and Reliance Entertainment. Hanks has also lent his voice to one of the shows main characters, Cleveland Carr.
Tapjoint is the main hub for all things Electric City. Here, users will continue to receive and decipher tap code with clues to future episodes, navigate a 3D map, watch behind the scenes content, discover backstories and interact with the characters as well as other fans to speculate, piece together, and discuss elements from the show.
|Media Type||Interactive Television|